Buying Behavior Project

Buying behavior of investors regarding demat and trading in equity services in surat city

1 Bhagwan Mahavir College of Management

CHAPTER 1

INTRODUCTION

1.1 Industry Profile

1.2 Company Profile



1.1 INDUSTRY PROFILE

INDIAN STOCK MARKET OVERVIEW

The Bombay Stock Exchange (BSE) and National Stock Exchange (NSE)

are the two primary exchanges in India. In addition there are 22 region

Stock exchanges. However the BSE and NSE have established themselves

as the two lending exchange and account for about 90% of the equity

volume trade in India. The Securities and Exchange Board of India (SEBI)

is the authorized body, which regulates the operations of stock

exchanges.

The primary index of BSE is SENSEX comprising 30 stocks and for the

NSE is NIFTY which comprising 50 stocks.

The BSE Sensex is the older and more widely followed index. Both these

are calculated on the basis of market capitalization and contain the

heavily traded share from key sectors. The market is closed on Saturdays

and Sundays. Both the exchange has Switched over from the open outcry

trading system to a fully automated computerized mode of trading known

as BOLT (BSE Online Trading) and NEAT (National Exchange Automated

Trading) system. IT facilitates more efficient processing, automatic order

machine, faster execution of trader and transparency.

The scripts traded on the BSE have been classified in to A, B1, B2, C, F,

Z groups. The A group represent those, which are carry forward system

(Badla). The F group represents the debt market (Fixed income Securities)

segment. The Z group scrip‘s are black listed companies. The C groups

cover the odd lot securities in A, B1, B2 groups and rights renunciations.



PRIMARY MARKET:

In the primary market securities are issued to the public and the

proceeds go to the issuing company.

Primary market:

Companies share ownership by issuing shares:

Companies allocate shares to individuals and those who get shares

become part owners of the company.

Companies want to

raise money to expand

their business

Individuals want to

invest in business

Company

IPO Individual apply to get shares of the company

Company

Owners No of

Shares



SECONDARY MARKET

Secondary market is a term used for stock exchanges, where stocks are

bought and sold after they issued to the public.

Companies get themselves listed on popular stock exchange like BSE

NSE.

Company

Stock Exchange

SHAREKHAN

Broker

Investors



DYNAMICS OF THE SHARE MARKET

Investors buy and sell shares through a stock market.

Similar process happens for the transfer of shares from the seller‘s end. A

fixed process is followed for easy transfer of money and shares.

It is termed as a settlement cycle of ― T+2‖ or ― Trade +2 days‖, which

means that if you buy share on Monday then you will get delivery of the

shares after two working days, i.e. on Wednesday. Similarly if u sells

shares on Monday then you will receive your money on Wednesday.

Buyers

Pays

Money to

Broker

Sharekhan

Broker

Pays

Money to

Stock

Exchange

Stock

Exchange

Pays it to The

Seller‘s

Broker

Broker

Finally

Pays the

Money to

The

Seller

Seller



SHARE BROKING SERVICE SECTOR

There are several national as well as local players in stock trading

services which are providing various services to their customers like

online trading, portfolio management system, stock broking etc. Various

key players in this sector are:

KEY PLAYERS:

5Paisa.com - Online trading, live stock quotes and market research

Advani Share Brokers - Share broking and market research services

Anand Rathi Securities - Portfolio management, corporate finance,

equity & fixed income brokerage services

Arcadia Stock broking pvt ltd. - Advisory and broking services

Brescon Group - Advisory and broking services

CIL Securities - Stock broking & merchant banking services

CRN India - Trends of stock market, trading tips, chat etc

Churiwala Securities - Stock trading, quotes and market analysis

DSP Merrill Lynch - Investment banking and brokerage services

Dalmia Securities - Stock broking & depository services

EquityTrade - Stock trading, company news & market research

Edelwise Finacial Advise Ltd

Gandhi Securities - Stock broking and investment services

Gogia Capital Services - Stock broking and market analysis

Hasmukh Lalbhai - Stock trading services

Idafa Investments - Stock broking services

India Market Access - Offers stock broking, portfolio management

and investment banking services

Investsmart India - Personal finance advisory & online brokerage

services

Kisan Ratilal Choksey Shares - Stock broking and e-trading services

Kotak Securities - Brokerage services & retail distributor of financial

securities

http://www.searchindia.com/cgi-bin/search/index.cgi?ID=1016666638



















Manubhai Mangaldas Securities - Stock broking and market

analysis

Moneypore - Investment and broking services

Motilal Oswal - Online trading, live BSE and NSE quotes

Navia Markets - Stock broking, IPO and mutual funds services

Parag Parikh - Stock broking and portfolio management

Parsoli Corporation - Investment management & stock trading

services

Pratibhuti Viniyog - Stock broking services

Prudential - Investment management services

Quantum Securities - Offers broking and portfolio management

services.

Sharekhan - Online trading, live BSE and NSE quotes, Stock

broking, IPO and mutual funds services

Sivan Securities - offers services related investment banking & stock

broking with a focus on South India.

Skindia Finance - Brokerage firm focusing on GDR arbitrage,

equities & debt

Stock Holding Corporation of India - Custody management,

safekeeping & stock broking services

StockMarkit.com - Stock quotes, news, market indicators etc

Sunidhi Consultancy - Stock broking, portfolio management &

equity research

SSJ finance - Advisory and broking services

Techno Shares - Stock broking and portfolio management

Valia Consultancy - Stock investment and trading consultancy

















1.2 COMPANY PROFILE

Sevaklal Sevantilal Kantilal

Ishwarlal

Securities Private Limited.



ABOUT SHAREKHAN

SHAREKHAN is a full service investment firm offering clients access to

tremendous range of financial service Along with Sharekhan.com website,

from 168 branches, 1120 franchisees across 325 cities. The company has

a strong team of relationship managers focused on serving customer‘s

unique needs. The company has around 2,50,000 customers from that

1,20,000 use online service, around 46,000 use offline service and

remaining are franchisee customers. The company processes world –class

infrastructure, built with tens of crores of investment, and provides their

clients with real-time service, multi-channel & 24*7 access to all

information and products. SHAREKHAN has expanded and developed to

serve the need of all kind of investors. SHAREKHAN offers a full range of

financial services and product ranging from Equities to PMS to enhance

customer wealth and hence, achieve their financial goals.

Chairman of the company is MR. Shripal Morakhia and the CEO of

the company is MR. Tarun Shah. Head office is located at Mumbai.



COMPANY HISTORY

SHAREKHAN is the retail broking arm of SSKI Securities Pvt. Ltd. SSKI

stands for Shripal Sevantilal Kantilal Iswarlal Securities Pvt. Ltd,

SSKI was founded in 1922, an organization with more than 80 years of

trust and credibility in the stock market. SSKI owns 56% in

SHAREKHAN; balance ownership is HSBC, First Carlyle, and Intel

Pacific.

SSKI named its online division as ―SHAREKHAN‖ on February 8, 2000

coinciding with the launch of its website.

SHAREKHAN is one of India‘s leading broking houses providing a

complete life cycle of investment solution in EQUITIES, DERIVATIVES,

CURRANCY & COMMODITIES.

The institutional comprises of institutional broking and corporate

finance. The institutional investors, while the Corporate Finance

Divisions focuses on niche areas such as infrastructure, telecom and

media. Through their portable sharekhan.com, they have been providing

investors powerful online knowledge-based tools for over 10 years now.

They have dedicated terms for fundamental and technical research so

that client gets all information that they need to take the right investment

decisions. With branches and outlets across the country, their ground

network is one of the biggest in India. They have a talent pool of

experienced professions specially designated to guide client when they

need assistance, which is why investing with them is bound to be a

hassle-free experience for client. Now SHAREKHAN is providing the

facility that their customers can do trading with the help of their mobile

handset. For tat purpose they have to pay some extra charge to activate

that facility.



SHAREKHAN’S INVESTMENT PHILOSOPHY

―Given the client‘s risk profile, maximize performance by adhering to a

disciplined investment approach backed by quality research‖

CURRENT POSITION

VISION

To empower the investor with quality advice and superior service to help

him take better investment decisions. We believe that our growth

depends on client satisfaction.

MISSION

To provide the best customer service and product innovation tuned to

diverse needs of clientele.

Continuous up-gradation with changing technology, while maintaining

human values.

Respond to progressive globalization and achieving international

standard.

Efficiency and effectiveness built on ethical practices.

CORE VALUE

Customer satisfaction through

– Providing quality service effectively and efficiently

– ―Smile, it enhances your face value‖ is a service quality

stressed on periodic customer service Audits

Maximization of stakeholder value

Success through Teamwork, integrity and People



CORE ACTIVITIES

SHAREKHAN is India‘s leading broking houses providing a complete life

cycle of investment solution in:

Equity & Derivatives Trading on NSE and BSE

Online Trading ( Integration of Online Trading + Bank account + Demat

account )

Commodities Trading on MCX & NCDEX

Portfolio Management Services

Depository Services

IPO Services

Wide Range of Customized Research Products

Uniform Service Standards

Mutual fund (Distribution)

Fundamental and Technical Research

Feathers of Share Khan’s Hat

Among the top 3 banking houses in terms of overall stock market

turnover.

Awarded to SHAREKHAN at Awaaz ―Consumer Award 2005‖ in

―Stock Broking‖ category conduced by AC Nielsen- ORG MARG for

CNBC Awaaz.

All you have to do is walk into any of SHAREKHAN‘S 588 shares

across 325 cities in India to get a host of trading related services – our

friendly customer service staff will also help you with any account

related queries you may have.

Voted four times as the top domestic brokerage house by Asia money

survey, SSKI is consistently ranked amongst the top domestic

brokerage houses in India.



OBJECTIVES OF SHAREKHAN

To provide financial consultancy services; to provide investment

advisor/services on the internet or otherwise; provide financial

consultancy in the area of personal and corporate finance; publish

books (value line) monthly and stock ideas.

To conduct the business of sale, purchase, distribution and transfer of

shares, debt, instruments and hybrid financial instruments and to

perform all related, Incidental, ancillary and allied services.

To conduct depository participant services; to conduct

dematerialization and dematerialization of shares; set up depository

participant centers at various regions in India and to perform all

related, incidental, ancillary and allied services.

To achieve rapid growth in terms of profits, geographical coverage and

market penetration.

To achieve high growth, the company focuses on its two-point agenda.

First is to increase the number of client relationships and, second to

increase the number of products and services to its customers.



SWOT ANALYSIS

STRENGTHS

Extensive Branch Network :

Since the inception in the year 2010 the company has grown from

a single location to 168 branches, 1120 franchisees across 325

cities.

Bouquet of financial products an services :

The company offers various financial services ranging from equity,

Future and option and wholesale debt, mutual funds, IPO

distribution, equity research analysis, depository service,

commodity, currency etc. Well maintained infrastructure,

Dedicated, Intelligent and Loyal staff. On-line Trading products,

lowest brokerage and other charges w.r.t. Competitors, The best

investment advice correct up to 70-90 % through dedicated.

Ability to combine People and Technology in unique ways :

The Company provides multiple distribution channels by combing

people and technology. Clients can visit any of the branches via

telephone, call centers or online channel.

The company has been able to increase the revenues per customer

significantly in the past few years and feel there is enough scope to

increase that further.

SHAREKHAN launches Share Mobile, an exclusive live streaming

quotes and trading facility for its online trading customers.

Benchmark :

SSKI has been voted as the top domestic Brokerage House in the

research category by Euro money survey and Asia Money survey.



Weaknesses

Time consuming process for account opening, resolving the

problems of the customers, etc.

Service quality is not maintained accordingly how they are

promoted.

Opportunities

Slope of stock market towards delivery based transaction.

Large potential market for delivery and intra-day transactions.

Open interest of the people to enter in stock market for investing.

Attract the customers who are dissatisfied with other broker &

DPs.

An indirect opportunity generated by the market from its

bullishness.

Large untapped market in the Saurashtra region of Gujarat.

Threats

Decreasing rates of brokerage in the market.

Increasing competition against other brokers & DPs

Poor marketing activities for making the company known among

the customers.

A threat of loosing clients for any kind of weakness of the company.

Loosing the untapped market with the entry of the competitors.

BANK AFFILIATION

SHAREKHAN has affiliation with 7 banks, which allows its customers to

enjoy the facility of instant credit and transfer of funds from his savings

bank account to his SHAREKHAN trading account. The Affiliated banks

are as follows:

HDFC BANK



UTI BANK

CITI BANK

ORIENTAL BANK OF COMMERCE

IDBI BANK

UBI BANK

CORPORATION BANK

PROMOTION TOOLS AND ADVERTISEMENT OF SHAREKHAN

Promotion:

Online share trading is totally a new concept in Indian market. Generally

investor doesn‘t like to come from conventional way of share trading.

SHAREKHAN has introduced this product in the concept and products

are still new in the market. Therefore the company has undertaken

extensive promotion campaign to create awareness about the product.

SHAREKHAN adopts the following tools for promoting the product.

Internet

Tele Marketing

Retail Share Shops

Franchisee Owners

Sales Force

Advertising:

Company advertises its product through TV media on channels like

CNBC, Print Media-in leading dailies and outdoors media. It advertises

itself as an innovative brand with a cartoon of tiger-called SHERU.

Besides attractive and colorful brochures as well as posters are used

giving full details about the product. Mails are sent to people togging on

to sites like moneycontrol.com and rediff.com.



INVESTMENT SERVICES OF THE COMPANY

Equities

Help your customers an informed investment decision based

on SHAREKHAN product and research support.

In the equity there are two options:-

Online Trading

Offline Trading

Derivatives

Participate in the F&O (future and option) segment through

in depth research and product support on both futures as

well as options strategies.

In future one month cr. Period given and in option

premium‘s being provided.

Commodities

The fastest growing segment with a potential to become multi

multiple times of the current business. Commodities trading

is imperative to grow ones business and with our membership

with MCX and NCDEX we are able to provide one of the most

comprehensive and competitive platform.

It included Crude oil, Gold, Silver, Grains, etc.

Currency

The Currency Derivatives allows you to trade on the movement

of conversion rate of USD/EUR /GBP/JPY with INR. Currency

derivatives indeed command the largest derivative market

across the world. With SHAREKHAN you can provide trading

options to all your clients with online monitoring and

surveillance mechanism.



Portfolio management service (PMS) :

Avail of our multiple portfolio management schemes designed

to meet the growing needs of your HNI customers. The

schemes are based on the risk-return appetite of your

customers. PMS Prop rime is aimed at long-term investors

focuses on steady returns and PMS Protect focusing on

absolute returns in the stock market.

Mutual Funds & IPOs :

Give your customers the freedom to choose from over 30 fund

houses while buying or redeeming mutual funds and booking

IPOs online.

Advisory Services :

For HNI clients who want to manage their own accounts but

want expert advice, our Central Advisory team backed by a

range of services can guide with personalized investment

advice.

Advise line :

Your customers can stay connected to market opportunities

even when on the move with SMS and voice updates on

their cell phone with the Advise line service available to all

customers.

SIP or Top Picks:

Secure recurring investments from customers by suggesting

regular, fixed investments with a Systematic Investment Plan

in the Equities or Mutual Funds of your choice or follow the

Top Picks basket recommended by our Research team.



PRODUCTS AND SERVICE OFFERINGS

SHAREKHAN offers a full range of financial services and products raging

from Online to Offline to enhance the wealth of its customer and help

them achieve their financial goals. SHAREKHAN Professional Network

offers real-time prices, detailed data and news, intelligent analytics, and

electronic trading capabilities, right at the figure tips. To provide the

highest possible quality of service, SHAREKHAN provides full access to

all products and services through multi-channels.



EQUITIES AND DERIVATIVES

Comprehensive service for independent investors, active traders &

non-resident Indians.

SHAREKHAN RESEACH ANALYSIS

Premium research on 401+ companies update daily.

DEPOSITORY SERVICES

Value added services for seamless delivery.

1) EQUITIES AND DERIVATIVES

SHAREKHAN Retail Equity Business caters to the needs of individual

Indian and Non-Resident Indian (NRI) investors. It offers broker assisted

trade execution, automated online investing and access to all IPO‘s.

Through various types of brokerage accounts, SHAREKHAN offers the

purchase and sale securities, Which includes Equity, Derivatives and

Commodities instruments listed on National Stock Exchange of India Ltd.

(NSEIL), The stock Exchange, Mumbai (BSE) and NCDEX.

SHAREKHAN TRADING ACCOUNT:

The company provides multitude of ways to access the account either

through priority access to Relationship Manager over phone or Online

access to the clients Accounts & Research Tools.

SHAREKHAN TRADING ACCOUNT FEATURES:

Priority Service:

The company gives at most Priority to the clients who can access their

accounts through telephone with the help of their respective Relationship

Manager.



Premium Research:

The company is heavily into research hence gives benefits to the clients.

Clients can take full benefit by accessing to SHAREKHAN research

Analysis. Which is objective, fast-based approach to rating stocks.

Online Accounting:

The company allows clients to stay on the top of their investment with a

snapshot of their Account statements. Customers get access to portfolio

statement and access to digital contract notes.

2) SHAREKHAN RESEARCH ANALYSIS

The SHAREKHAN research Analysis helps in building and maintaining

the client‘s ideal portfolio, demand objective, dependable information. It

also helps the client in identifying the stocks by rating the stocks on the

basis of facts and latest news.

3) DEPOSITORY SERVICE

SHAREKHAN is a depository participant with the National Securities

Depository Limited and Central Depository Services (India) Limited for

trading and settlement of dematerialized shares. SHAREKHAN performs

clearing services for all securities transactions through its

accounts/company offers depository services to create a seamless

transaction platform – execute trade through the SHAREKHAN securities

and settle these transactions through the SHAREKHAN Depository

services is part of SHAREKHAN value added services for the clients that

creates multiple interfaces with the client and provides for a solution that

care of all customer‘s needs.



ONLINE TRADING PRODUCTS

1) CLASSIC/ FAST TRADE

2) TRADE TIGER / SPEED TRADE

3) DIAL – N – TRADE

TRADE ONLINE WITH SHAREKHAN

With A SHARKHAN online trading account you can buy and sell shares in

an instant. Anytime you like you can choose the online trading account

that suits your trading habits and preferences.



1) CLASSIC / FAST TRADE:

A simple, user friendly online trading product which allows the users

to buy/sell shares online and receive updated market information in

the form of streaming quotes.

Consumers Type:

Retail investors, who are risk averse, invest long-term and do not

trade too frequently.

Features of classic account:



Streaming quotes of live market information

Free depository account

24 * 7 Order – Any time ordering

Multiple bank option

Instant cash transfer

Mobile phone alerts

One share at a time

Multiple watch lists

Integrated Banking, demat and digital contracts

Instant credit and transfer

Real time portfolio tracking with price alerts and secure

transactions.

Online trading account for investing in Equities and Derivatives

Make IPO booking

Instant order and trade confirmations by email

Personalized Market Scan with your own customized stock ticker

Single screen interface for cash and Derivatives

Your very own Portfolio Tracker

EXPOSURE :

Intraday - Up to 10 Times till 3:15pm

Delivery - Up to 4 Times T+5 Days

Benefits of classic account:

Trouble – Free and secure storage for shares

Flexibility to choose a bank

Flexibility to buy/sell even 1 share at a time

Immediate conformation of order

Apply IPO on



2. TRADE TIGER / SPEED TRADE:

Seed Tread is state–of-the–art web trading product ideal for active

trading. It provides a single screen steaming quotes, online tic-by-tic

charts, instant order placement and trade conformation for equity / cash

market. It is ideal for active traders and jobbers who transact frequently

during day‘s trading session to capitalize on intra-day price movements.

Power- paced features:

Real time Streaming quotes, tic-by-tic charts.

Market summary (most traded, highest value, top gainers etc.)

Ability to customize the terminal screen

Hot keys for buy & sell

Lightning fast order and trade execution & conformation

Report for personal account details

Pre-defined detailed sector – wise script list

Simple order entry process

Alerts and reminders

Ability to place limit order and subsequently modify / cancel

instantly

Live market depth

Order by phone

After market order

Common screen for cash as well as derivatives

Sell Next Day (SND)

Cancel all/ square off all



Benefits:

All benefits of classic/fast trade plus

SPEED- critical for traders

Streaming quotes

Customized market watch- 2 market watch at a time

Detailed and up-to-date market information and analysis – e.g.

market depth of a script, top traded volumes, top gainers & looser.

Up to 6 charts visible at a time

3. DIAL-N-TRADE

Free with your SHAREKHAN Classic Account, the Dial-n-Trade service

enables you to place order.

Features of Dial-n-Trade

That enables you to trade effortlessly

TWO dedicated numbers for placing your orders with your cell

phone or landline. Toll free number: 1-800-22-7050. For people

with difficulty in accessing the toll-free number, we also have a

Reliance number (Your Local STD Code) 30307600 which is

charged at as a local call.

Simple and Secure Interactive Voice Response based system for

authentication

No waiting time.

Enter your TPIN to be transferred to our telebrokers

You also get the trusted, professional advice of our telebrokers

After hours order placement facility between 8.30 am and 9.00 am

Reliable service, wherever you are



CHAPTER 2

LITERATURE REVIEW



Chapter-2 LITERATURE REVIEW

IMPORTANCE

Literature review helps to understand the topic thoroughly. It provides

valuable insight in the topic. It helps for decision making about the

problem. The information collected for the literature review should be

relevant and valid as well as reliable. Literature review helps in removing

the gaps between theory and the existing study. So in short to clean the

rosy picture and to identify the clear cut solution literature review is

helpful.

CONSUMER BUYING BEHAVIOUR

Consumer is God, Consumer is always right, Consumer is the most

important guest in our premises — these are some of the phrases that

have been in use since the advent of business. Earlier, the market used

to be small and limited to a few manufacturers and consumers, but as it

expanded beyond geographical boundaries, sellers as well as buyers

increased several folds. The free market has led to cutthroat competition

among the manufacturers who are trying to capture as much market

share as possible.

Almost all major companies, whether in telecommunication, banking,

credit card, finance or IT, have realized the importance of consumer and

are therefore trying to retain their loyalty. Organizations are now, just not

only selling product or services, but also expanding their operations to

understand their consumer‘s demographic profile, buying behavior and

preferences in order to build long-lasting relationship.

According to Schiffman & Kanuk,



―Consumer Behavior can be defined as the behavior that consumer

displays in searching for, purchasing, using, evaluating and disposing of

product and services that they expect will satisfy their needs‖

According to Phillip Kotler,

―Consumer Buying Behavior refers to the behavior of ultimate user of

the product‖

―Buying Behavior is defined as the body of knowledge that tries to

understand and predict consumers‘ reactions based on individuals

specific characteristics.‖

According to N.K.Malhotra,

―The decision processes and acts of final household consumers

associated with evaluating, buying, consuming, and discarding products

for personal consumption.‖

―An analysis of the consumer‘s behavior in terms of consumer

consumption patterns, consumer preferences, consumer motivation,

consumer buying process and shopping behavior is very much helpful to

formulate a firm‘s marketing strategy. ―

The study of consumers helps firms and organizations improve their

marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select

between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her

environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing

decisions;



Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between

products that differ in their level of importance or interest that they

entail for the consumer; and

How marketers can adapt and improve their marketing campaigns

and marketing strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the

consumer into consideration. For example, by understanding that a

number of different messages compete for our potential customers‘

attention, we learn that to be effective, advertisements must usually be

repeated extensively. We also learn that consumers will sometimes be

persuaded more by logical arguments, but at other times will be

persuaded more by emotional or symbolic appeals. By understanding the

consumer, we will be able to make a more informed decision as to which

strategy to employ.

So the ultimate objective of a business firm is to create a consumer who

is said to be pivot around which the entire business of a firm revolves.

Thus the marketing concept is consumer oriented and the emphasis is

more on the consumer rather than on the product.

The essence of modern marketing lies in building of profit along with

creating meaningful value satisfaction for the costumers, whose needs

and desires have to be coordinated with the set of products and

production programmers. Therefore, marketing success an enterprise

depends as its ability to create a community of satisfied consumers. All

the business activities should be carried out in ways which are directed

towards the satisfaction of the consumer needs.

The marketing concept is consumer oriented and the emphasis is more

on the consumer rather than on the product. The essence of modern

marketing lies in building of profit along with creating meaningful value



satisfaction for the costumers, whose needs and desires have to be

coordinated with the set of products and production programmers.

Therefore, marketing success an enterprise depends as its ability to

create a community of satisfied consumers.

All the business activities should be carried out in ways which are

directed towards the satisfaction of the consumer needs. Consumer

behavior is affected by a host of variables ranging from personal,

professional needs, attitudes and values, personality characteristics,

social economic and cultural background, age, gender, professional

status to social influences of various kinds exerted a family, friends,

colleagues, and society as a whole.

The combination of these factors help the consumer in decision making

further Psychological factors that as individual consumer needs,

motivations, perceptions attitudes, the learning process personality

characteristics are the similarities, which operate across the different

types of people and influence their behavior.

Marketing starts with the consumers and ends with the consumer.

Satisfaction of the consumers becomes the most important goal of a

business enterprise. The effort to ensure consumer satisfaction lies in

understanding the consumer, his likes dislikes, his expectations and

motivation.

Buying Behavior is the decision processes and acts of people involved in

buying and using products.

Consumer Buying Behavior refers to the buying behavior of the ultimate

consumer. A firm needs to analyze buying behavior for:



Buyers‘ reactions to a firms marketing strategy has a great impact on

the firms‘ success.

The marketing concept stresses that a firm should create a Marketing

Mix (MM) that satisfies (gives utility to) customers, therefore need to

analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to

marketing strategies.

Types of Buying Behavior

Consumer decision making varies on the basis of product characteristics.

It can be any of the following.

1. Complex buying behavior.

2. Dissonance reducing buying behavior.

3. Variety seeking buying behavior.

4. Habitual buying behavior.

1. COMPLEX BUYING BEHAVIOR

Consumers are highly involved in a purchase when it is expensive bought

in frequently risky and highly self-expressive. Typically the consumer

COMPLEX BUYING

BEHAVIOR

VARIETY SEEKING

BUYING BEHAVIOR

DISSONANCE RDUCING

BUYING BEHAVIOR

HABITUAL

BUYING BEHAVIOR

Significance

difference

Between brands

No difference

Between brands

High Involvement Low Involvement

Significance

difference

Between brands

No difference

Between brands

http://www.udel.edu/alex/chapt1.html#mix

http://www.udel.edu/alex/chapt1.html#mix



does not know much about the product category and has much to learn.

This buyer will pass thought a cognitive learning process characterized

by then attitude and the making a thoughtful purchase choice.

2. DISSONANCE - REDUCING BUYING BEHAVIOR

The high involvement is again based of the fact that the purchase is

expensive infrequent and risky. The buyer will shop around to learn what

is available but will buy fairly quickly because brand differences are not

pronounced the buyer may respond primary to a good price or the

convenience of purchasing at that time or place.

3. HABITUAL BUYING BEHAVIOR

Consumer‘s behavior in these cases not passes through the belief

attitude consumers do not search extensively for information about the

evaluation their characteristics and make a weighty decision on which

one to buy..

4. VARIETY- SEEKING BUYING BEHAVIOR

Some buying situation is characterized by low consumer involvement but

significant brand differences. Here consumers are often observed to do a

lot of brand switching.



MAJOR FACTORS INFLUENCING BUYING BEHAVIOR

INTERNAL INFLUENCES

1. PERCEPTUAL FILTER:

Perception is how we see ourselves and the world we live in.

―Perception is a unique way in which individual see, receive, organize or

interpret the things to give meaning to the surrounding environment.‖

Perception has several steps.

Exposure – sensing a stimuli (e.g. seeing an ad)

Attention – an effort to recognize the nature of a stimuli (e.g.

recognizing it is an ad)

Awareness – assigning meaning to a stimuli (e.g., humorous ad for

particular product)

Retention – adding the meaning to one‘s internal makeup (i.e.,

product has fun ads)



Marketing Implication

Marketers must understand the process of perception through which

customer passes. They must make their communication such that target

audience can interpret it same as intended by marketers.

2. KNOWLEDGE:

Knowledge is the sum of all information known by a person. It is the

facts of the world as he/she knows it and the depth of knowledge is a

function of the breadth of worldly experiences and the strength of an

individual‘s long-term memory.

Marketing Implications:

Marketers may conduct research that will gauge consumers‘ level of

knowledge regarding their product. As we will see below, it is likely that

other factors influencing consumer behavior are in large part shaped by

what is known about a product. Thus, developing methods (e.g.,

incentives) to encourage consumers to accept more information (or

correct information) may affect other influencing factors.

3. ATTITUDE:

Attitude refers to what a person feels or believes about something.

―Attitude is predispositions to act or react to a particular thing‖

Marketing Implication:

Marketers facing consumers who have a negative attitude toward their

product must work to identify the key issues shaping a consumer‘s

attitude then adjust marketing decisions (e.g., advertising) in an effort to

change the attitude. For companies competing against strong rivals to

whom loyal consumers exhibit a positive attitude, an important strategy

is to work to see why consumers feel positive toward the competitor and

then try to meet or beat the competitor on these issues. Alternatively, a



company can try to locate customers who feel negatively toward the

competitor and then increase awareness among this group.

4. PERSONALITY:

An individual‘s personality relates to perceived personal characteristics

that are consistently exhibited, especially when one acts in the presence

of others.


For marketers it is important to know that consumers make purchase

decisions to support their self concept. Using research techniques to

identify how customers view themselves may give marketers insight into

products and promotion options that are not readily apparent.

For example, when examining consumers a marketer may initially build

marketing strategy around more obvious clues to consumption behavior,

such as consumer‘s demographic indicators (e.g., age, occupation,

income). However, in-depth research may yield information that shows

consumers are purchasing products to fulfill self-concept objectives that

have little to do with the demographic category they fall into (e.g., senior

citizen may be making purchases that make them feel younger).

Appealing to the consumer‘s self concept needs could expand the market

to which the product is targeted.

5. LIFESTYLE:

This influencing factor relates to the way we live through the activities we

engage in and interests we express.

In simple terms it is what we value out of life. Lifestyle is often

determined by how we spend our time and money.




Products and services are purchased to support consumers‘ lifestyles.

Marketers have worked hard researching how consumers in their target

markets live their lives since this information is key to developing

products, suggesting promotional strategies and even determining how

best to distribute products.

6. ROLES:

Roles represent the position we feel we hold or others feel we should hold

when dealing in a group environment.


Advertisers often show how the benefits of their products aid consumers

as they perform certain roles. Typically the underlying message of this

promotional approach is to suggest that using the advertiser‘s product

will help raise one‘s status in the eyes of others while using a

competitor‘s product may have a negative effect on status

7. MOTIVATION:

Motivation relates to our desire to achieve a certain outcome. ―Motivation

refers to the intensity, direction and persistence of efforts of an individual

towards achieving a particular goal.‖


Motivation is also closely tied to the concept of involvement, which relates

to how much effort the consumer will exert in making a decision. Highly

motivated consumers will want to get mentally and physically involved in

the purchase process. Not all products have a high percentage of highly

involved customers (e.g., milk) but marketers who market products and

services that may lead to high level of consumer involvement should

prepare options that will be attractive to this group. For instance,



marketers should make it easy for consumers to learn about their

product (e.g., information on website, free video preview) and, for some

products, allow customers to experience the product (e.g., free trial before

committing to the purchase.

B. EXTERNAL INFLUENCES

Consumer purchasing decisions are often affected by factors that are

outside of their control but have direct or indirect impact on how we live

and what we consume.

1. CULTURE:

Culture represents the behavior, beliefs and, in many cases, the way we

act learned by interacting or observing other members of society.


As part of their efforts to convince customers to purchase their products,

marketers often use cultural representations, especially in promotional

appeals. The objective is to connect to consumers using cultural

references that are easily understood and often embraced by the

consumer. By doing so the marketer hopes the consumer feels more

comfortable with or can relate better to the product since it corresponds

with their cultural values. Additionally, smart marketers use strong

research efforts in an attempt to identify differences in how sub-culture

behaves. These efforts help pave the way for spotting trends within a

sub-culture, which the marketer can capitalize on through new

marketing tactics (e.g., new products, new sales channels, added value,

etc.



2. OTHER GROUP MEMBERSHIP:

Some of the basic groups we may belong to include:

Social Class – represents the social standing one has within a society

based on such factors as income level, education, occupation

Family – one‘s family situation can have a strong effect on how

purchase decisions are made

Reference groups – most consumers simultaneously belong to many

other groups with which they associate or, in some cases, feel the

need to disassociate


Identifying and understanding the groups‘ consumers belong to is a key

strategy for marketers. Doing so helps identify target markets, develop

new products, and create appealing marketing promotions to which

consumers can relate. In particular, marketers seek to locate group

leaders and others to whom members of the group look for advice or

direction. These opinion leaders, if well respected by the group, can be

used to gain insight into group behavior and if these opinion leaders

accept promotional opportunities could act as effective spokespeople for

the marketer‘s products.

3. SITUATION:

A purchase decision can be strongly affected by the situation in which

people find themselves. Not all situations are controllable, in which case

a consumer may not follow their normal process for making a purchase

decision.

Marketing Implications:

Marketers can take advantage of decisions made in uncontrollable

situations in at least two ways.



First, the marketers can use promotional methods to reinforce a specific

selection of products when the consumer is confronted with a particular

situation. For example, automotive services can be purchased that

promise to service vehicles if the user runs into problems anywhere and

at anytime. Second, marketers can use marketing methods that attempt

to convince consumers that a situation is less likely to occur if the

marketer‘s product is used. This can also be seen with auto products,

where marketers explain that using their product will prevent unexpected

damage to their vehicles.

A recent survey on buying behavior by Jeremy Nye, BBC gives the

following findings:

Who decides?

Self Spouse Joint Family Elder

s

Childr

en

Buying a house 25% 5.8% 20.8% 30.1% 14% 0.4%

Child's marriage 7.7% 5.9% 21.8% 18.7% 11.5% 4%

Own marriage 20.4% 2.5% 6.2% 22.4% 29.7% 0.9%

Child's

education 15.1% 6.6% 34% 12.5% 5.6% 4.6%

Taking a loan 31.4% 5% 24.3% 18.1% 9.2% 0.6%

Fixing monthly budget

24.2% 10.3% 33.3% 18.5% 11.2% 0.6%

Buying entertainment

durables, like TVs

21.4% 8.2% 33.4% 26.7% 7.4% 1.6%

Buying durables like washing

machines

19.3% 10.7% 33.3% 26.2% 8.2% 1%

Deciding on holiday

destinations

20.6% 6.1% 28.4% 31.8% 4.5% 5.6%



How Consumers buy?

Now that we have discussed the factors influencing a consumer‘s

decision to purchase, let‘s examine the process itself. This process is

presented in a sequence of 5 steps as shown below.

However, whether a consumer will actually carryout each step depends

on the type of purchase decision that is faced. For instance, for minor re-

purchases the consumer may be quite loyal to the same brand, thus the

decision is a routine one (i.e., buy the same product) and little effort is

involved in making a purchase decision.

In cases of routine, brand loyal purchases consumers may skip several

steps in the purchasing process since they know exactly what they want

allowing the consumer to move quickly through the steps. But for more

complex decisions, such as Major New Purchases, the purchasing

process can extend for days, weeks, months or longer.

So in presenting these steps marketers should realize that, depending on

the circumstances surrounding the purchase, the importance of each

step may vary.



STAGES OF THE CONSUMER BUYING PROCESS:

Five Stages to the Consumer Buying Decision Process (For complex

decisions). Actual purchasing is only one stage of the process. Not all

decision processes lead to a purchase. All consumer decisions do not

always include all 5 stages, determined by the degree of

complexity...discussed next.

1. Problem Recognition (Need Recognized):

Difference between the desired state and the actual condition. e.g:

Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by

the marketer through product information-did not know you were

deficient? I.E., see a commercial for a new pair of shoes, stimulates your

recognition that you need a new pair of shoes.

2. Information search

Internal search, memory.

External search if you need more information. Friends and relatives

(word of mouth). Marketer dominated sources; comparison shopping;

public sources etc.

A successful information search leaves a buyer with possible alternatives,

the evoked set.

Hungry, want to go out and eat, evoked set is:

Chinese food

South Indian food

Punjabi Food

3. Evaluation of Alternatives:

Need to establish criteria for evaluation, features the buyer wants or does

not want. Rank/weight alternatives or resume search. May decide that

you want to eat something spicy, Indian gets highest rank etc.



If not satisfied with your choice then returns to the search phase. Can

you think of another restaurant? Look in the yellow pages etc.

Information from different sources may be treated differently. Marketers

try to influence by "framing" alternatives.

4. Purchase decision:

Choose buying alternative, includes product, package, store, method of

purchase etc.

Actual Purchase: May differ from decision, time lapse between 4 & 5,

product availability.

5. Post-Purchase Evaluation:

Outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you

made the right decision. This can be reduced by warranties, after sales

communication etc. After eating an Indian meal, may think that really

you wanted a Chinese meal instead.

BUYING ROLES:

We can distinguish the five roles people ply in buying decisions.

1. Initiator: - The person who first suggests to buy a good or service.

2. Influencer: - The person whose views or advice influence the buying

decision.

3. Decider: - The person who decides on any component of buying

decisions; whether to buy, what to buy, how to buy, or where to buy.

4. Buyer: - The person who ultimately buys the product.

5. User: - The person who consumes or uses the product.



TREND OF CONSUMERS AND THEIR BUYING BEHAVIOUR IN INDIA

India is the fourth largest economy in the world as far as purchasing

power is concerned just behind USA, Japan, and China. India‘s growth

rate in the past two decades has been amongst the top ten in the world.

It was amongst the top 5 recipients of private equity flows in Asia in 2003

and expects around US$1.2bn of investments in 2004 (CMIE). The equity

focus has shifted from IT, BPO, and PSU disinvestments to

infrastructure, energy, pharmacy, distressed assets, banks, and real

estate.

Even though 25% of the population lives below the poverty line, India has

a large and growing middle class population of 300 mn people that has

the disposable income for consumer goods making it a strong emerging

market.

The Indian consumer is in the grip of a big change. This is because the

country and its environment have become more complex in recent times.

A new trend towards globalization is taking India further on the path of

change. The well-off segments of the population are becoming more

cosmopolitan in work-culture, food habits, entertainment, and lifestyle in

general.

Even today, only 16 % of Indian professionals are women. Therefore,

consumer decision-making in all areas -- ranging from what cars to buy

to what clothes manufacturers to patronize -- is dictated by men when it

comes to the most upscale market segment in India.

To examine the family buying process and to identify the roles played by

different family members, D. P. S. Verma and Sheetal Kapoor surveyed

313 families living in Delhi, who had purchased one of six durable

consumer products in recent years.



Five roles (namely, the initiator, the influencer, the decider, the buyer

and the user) played by family members were examined for the study.

While the young, well-educated women in the family emerged

significantly as initiators of the buying decision and students and

children among the influencers, and the purchase decision process was

relatively democratic at the initial stages, subsequently it seemed to

become much more unilateral in terms of the role played by the decider-

member. The husband was found to play the highly significant roles of

coordinator, decider and buyer.

'Horizon 2003', a study by BBC World, BBC's 24-hour international

news and information channel, using the latest census as a base, gives

some startling insights into the attitudes and activities of India's leading

consumers and decision makers.

The research, conducted by market research agency NFO-MBL across six

top metros and profiling 3,80,000 people, will greatly help media

planners, agencies and advertisers to understand this particular horizon

professional.

The following are the findings of various researches done in India.

Life insurance was found to be the biggest financial investment for most

Indians, followed by the stock markets. Washing machines were the most

desirable consumer durable products, followed by cars and desktop

computers.

42% of the respondents owned a mobile phone, of which 52% had a

Nokia, and 42% of these subscribed to AirTel cellular service.

56% of the people surveyed felt that it was all right to give or take bribes

to get their work done. A slightly smaller number (40%) thought it

perfectly acceptable 'to make money through underhand means/deals.



INVESTORS BEHAVIOUR:

It is a well documented empirical fact in the finance literature that there

is significant heterogeneity across individuals in investment behaviors

such as the decision to invest in the stock market and the choice of asset

allocation.

Are individual investors genetically predisposed to certain behaviors and

born with a persistent set of abilities and preferences which affect their

decisions in the financial domain or are investment behavior to

significant extent shaped by environmental factors, such as parenting or

individual-specific experiences? These questions are fundamental for our

understanding of the behavior of individual investors, but so far existing

research has not offered much systematic evidence on them. In this paper,

we seek to fill this void by estimating the extent to which nature, i.e., genetic

variation across individuals, versus nurture or other environmental

treatments explain the observed heterogeneity in investment decisions.

To decompose the variance of three important measures of investment

behavior ± stock market participation, the relative amount invested in

equities (share of equities) and portfolio volatility ± into genetic and

environmental components, we examine identical and fraternal twins.

The intuition of our identification strategy is right forward: if individuals

who are more closely related genetically (e.g., identical twins) tend to be

more similar on measures of investment behavior, then this is Evidence

for that behavior being, at least partially, caused by a genetic factor.

Using data on twins Allows us to identify an unobservable genetic

component and environmental components that are either common

(shared) or non-shared among twins. Our data on 37,504 twins are from

the Swedish Twin Registry, which maintains and manages the world¶s

largest database of twins. Until the abolishment of the wealth tax in

Sweden in 2006, the law required all financial institutions to report

information to the Swedish Tax Agency about assets an individual owned



as of December 31 of that year. This allows us to compile a matched data

set of twins and their complete financial portfolios.

A study on Individual Investor Behaviour by Hisashi Kaneko:

Senior Quantitative Analyst Financial Knowledge Research Division

Nomura Research Institute (Chartered Member of the security Analysts

Association of Japan)

Although institutional aspects in Japan have been improved to encourage

the holding of investment trusts by individual investors, it cannot yet be

said that investment trusts have permeated the individual investor

market. One reason for this is that the improvement of related systems

was conducted without sufficient understanding of the reasons behind

the investment behavior of individual investors.

By focusing on the buying and selling of investment trusts by individual

investors, and examining such behavior from a behavioral finance

perspective, phenomena such as realize profits quickly when in the black,

but defer taking losses when in the red and selecting funds based on the

level of unit price can be observed. If these characteristics of buying and

selling behavior by individual investors are taken into consideration, it is

clear that many investment trusts have room to rethink the way in which

they manage their funds.

In addition, to promote the holding of long-term positions in investment trusts,

purchasing methods such as the dollar-cost averaging method may be effective.

This report conducted an analysis focusing on investment trusts.

However, other assets including savings deposits and shareholdings

must be considered when analyzing individual asset management

decisions. Sales methods applied to investment trusts should be

considered in the light of the above points, on which subject future debate is also

necessary.



CHAPTER 3

RESEARCH METHODOLOGY

3.1 Problem definition

3.2 Research Objectives

3.3 Research Design

3.4 Sampling Design

3.5 Data Collection Method

3.6 Analysis tools and techniques

3.7 Limitation of Research



Chapter: 3 RESEARCH METHODOLOGY

MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. Once can

also define research as a scientific and systematic search for pertinent

information on a specific topic. In fact, research is an art of scientific

investigation. The Advanced Learner‘s Dictionary of Current English lays

down the meaning of research as ―a careful investigation or inquiry

especially through search for new facts in any branch of knowledge.‖

Redman and Mory define research as a ―systematized effort to gain new

knowledge.‖

According to Clifford Woody ―research comprises defining and redefining

problems, formulating hypothesis or suggested solutions; collecting,

organizing and evaluating data; making deductions and reaching

conclusions; and at last carefully testing the conclusions to determine

whether they fit the formulating hypothesis‖

Research is, thus, an original contribution to the existing stock of

knowledge making for its advancement. It is the pursuit of truth with the

help of study, observation, comparison and experiment. In short, the

search for knowledge through objective and systematic method of finding

solution to a problem is research. The systematic approach concerning

generalization and the formulation of a theory is also research.

As such the term ‗research‘ refers to the systematic method consisting of

enunciating the problem, formulating a hypothesis, collecting the facts or

data, analyzing the facts and reaching certain conclusions either in the

form of solutions(s) towards the concerned problem or in certain

generalizations for some theoretical formulation.



Research methodology is the systematic design, collection, analysis and

reporting of data and finding, relevant to appraisal specific personnel

situation facing the company. Research methodology describes the

research procedure. It is cover the following points:

A. Research design.

B. Data collection method.

C. Sample Design.

OBJECTIVES OF RESEARCH

The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find

out the truth which is hidden and which has not been discovered as yet.

Though each research study has its own specific purpose, we may think

of research objectives as falling into a number of following broad

groupings:

a. To gain familiarity with a phenomenon or to achieve new insights into

it (studies with this object in view are termed as exploratory or

formulate research studies);

b. To portray accurately the characteristics of a particular individual,

situation or a group (studies with this object in view are known as

descriptive research studies);

c. To determine the frequency with which something occurs or with

which it is associated with something else (studies with this object in

view are known as diagnostic research studies);

d. To test a hypothesis of a causal relationship between variables (such

studies are known as hypothesis-testing research studies)



3.1 Problem definition

Problem Statements:

How to know requirements of peoples of Surat city regarding trading

in equity service?

How to get comparative advantage in competitive market of trading in

equity service in Surat city?

As a new branch in Surat city, How to make our communication

effective to the customer/investors so it provide solution for their

investment services problems?

Management Decision Problem

―How to increase clients by providing them best services in the field of

Demat a/c & trading in equity services?‖

Marketing Research Problem

―What is investors‘ Buying Behavior regarding Demat account and

trading in equity services in Surat city?‖



3.2 Research Objectives

Primary Objective:

To know the buying behavior of investors regarding Demat and

trading in equity services in Surat city.

Secondary Objectives:

To know people‘s preference about various brands for investment in

equities in Surat city.

To identify the most popular type of trading in equities in Surat city.

To identify the effective medium of communication in Surat city.

To identify the social factors that affect investors‘ buying behavior in

Surat city.

To measure the importance of various parameters for investment in

equities services in Surat city.

To measure the satisfaction level of investors regarding various

parameters for investment in equities services in Surat city.



3.3 Research Design

―It is an overall framework of project that indicates what information to

be collected from which sources and by which procedures.‖

It is also the plan, structure, and strategy of investigation conceived so

as to obtain answers to research questions and to control variance.

1. Exploratory Stage:

The first stage in research design is exploration of current situation. In

this stage clarification of the specific problem is identified. How we came

to know about problem statement? Answer is we have gone through

secondary data of the company. Also we have gone through internal

database of the company. For more information about that we have also

gone through literature review with that regard. We have talked to the

management.

Why Exploration?

One of the reasons is that the area of my investigation was new; this

is my first study of investigation.

Here company did not have any clarity about the problem statement.

What should be researched what should be not?

Also due to time constrains, It saved time because it helped me to

clarify the situation more precisely.

2. Descriptive studies:

In this project, Descriptive and cross-sectional research design was used

because it described the phenomena under study and recommendations

/ findings were specific under this study.



―Descriptive studies are undertaken in many circumstances. When the

researcher is interested in knowing the characteristics of certain group

such as age, sex, educational level, occupation or income, a descriptive

study may be necessary.‖

―Other cases when a descriptive study could be taken up are when he or

she is interested in knowing the proportion of people in a given

population who have behaved in a particular manner, making

projections of a certain thing: or determining the relationship between

two of more variables. The objective of such studies is to answer who,

what, when, where, and way of the subject under investigation.

Descriptive studies can be complex, demanding a high degree of

scientific skill on the part of the researcher.‖

Descriptive studies can be divided into two broad categories cross-

sectional and longitudinal. Researcher frequently uses them.

Cross-Sectional Studies:

Cross-sectional studies are carried out once and selected, as the

research will be carried out in a particular time only.

A cross-sectional study is concern with a sample of element from a given

population. Cross-sectional studies are two types – field studies &

survey method. Although the distinction between them is not clear-cut,

there are come practical difference, which needs different technique and

skill.

Exploratory

Descriptive

Cross-sectional



3.4 Sampling Design

Sampling Method:

In this study, non-probability Sampling design had been used and the

Sampling method employed was convenience Sampling. This had been

done instead of pure random sampling method (probability Sampling)

because of time and money constraints.

Defining the target population

Element: Potential users of Demat account and trading of

equity services.

Sampling unit: users of trading in equity service

Extent: Surat city.

Survey Time: 1st July to 13th July

Execution of sampling process:

I had collected data from users of Demat and trading in equity service.

Sample size:

Considering both TIME & MONEY constraints, I went for survey of 120

respondents.



3.5 Data Collection Method

Data Sources:

Primary Data:

Utilizing the information from the Secondary data, questionnaire was

prepared to study the investors‘ behavior. Primary data were collected

directly from the respondents to solve the problem.

Secondary Data:

Secondary data were collected from many sources like books,

newspapers, company‘s report, and magazines.



3.6 Analysis tools and techniques

Research Approach:

Survey method was adopted to gather the primary data. This survey

included face-to-face interview with respondents.

Research Instrument:

The most effective research instrument for data collection was

questionnaire, for this study the structured questionnaire was

used. This questionnaire was administered through face-to-face

interviews.

Types of questions:

In the questionnaire, both close-ended questions and open-ended

questions were included. There were multiple-choice questions as well

as Interval Scale Questions and open ended questions.

Pre-testing of questionnaire:

It was necessary to check the questionnaire, before actual research was

done. Therefore pilot testing was done. In this case, pilot testing was

done for 10 respondents. And based on the feedback, the questionnaire

was fine-tuned.



3.7 Limitation of Research

As every coin has two sides, one good and other bad, my study has some

limitation. Some of the major limitations of my study are mentioned

below:

Probability sampling was not used and therefore the results cannot be

generalized.

Here only those respondents who were available at trading branch.

Especially some people found less concentrated towards questionnaire

which may lead to bias.

The sample size of 120 customers is very small compared to the

population size. There for, findings cannot be generalized to the larger

population.



CHAPTER 4

DATA ANALYSIS AND INTERPRETATION



Chapter: 4 Data Analysis and Interpretation

The demographic profile of the respondent is as follows:

1. Age Group:

From above table it is found that 66.67% respondents are between ages

of 18 years-30 years, which collectively covers maximum respondents

16.67 % are between ages of 31 years – 40 years. And 10% are of age 41-

50 years and 6.67% respondents are more than 50 years. Here series 1

shows the series of different age groups.

Age Group

No. of Respondent

Percentage

18 years - 30 years

80

66.67

31 years - 40 years

20

16.67

41 years - 50 years

12

10.00

Above 50 years

8

6.67

Total

120

100.00

0

10

20

30

40

50

60

70

80

18-30 31-40 41-50 >50

Series1 80 20 12 8

80

20

12 8

No.

of

Respondent

Age Group

Series1



2. Income Group:

From above table it is founds that 40.00% respondents are having

income range of 10,001-25,000 rupees per month while 11.67%

respondents having less than 10,000 rupees per month and 26.67 %

having 25,001-50,000 rupees per month and 8% respondents having

above 1,00,000 rupees. Here series 1 shows the series of different income

groups.

Income Group

No. of Respondent

Percentage

Less than 10,000

14

11.67

10,001 - 25000

48

40.00

25,001 – 50,000

32

26.67

50,001 – 1,00,000

18

15.00

>1,00,000

8

6.67

Total

120

100.00

0 10 20 30 40 50

Less than 10000

10001 - 25000

25001 - 50000

50001 - 100000

> 100000

14

48

32

18

8

No. of respodent

Inco

me

Gro

up

Series1



3. Education:

From above table it is found that 3.33% respondents are H.S.C pass,

60.84% respondents are graduates, and 0.00 % is S.S.C pass while

35.83% respondents are post graduates. Here series 1 shows the series of

different education.

Education

No. of Respondent

Percentage

S.S.C

0

0.00

H.S.C

4

3.33

Graduate

73

60.84

P.G

43

35.83

Total

120

100.00

0 20 40 60 80

S.S.C

H.S.C

Graduate

P.G

0

4

73

43

No. of respondent

Educati

on

Series1



4. Occupation:

From above table it is found that 6.67% respondents are student, 40.83%

are businessmen, 5.00% are retired, 39.17% are employees, 7.5% are

Professional while 0.83 % are other category which is in this case she is

housewife. Here series 1 shows the series of different occupation.

Occupation

No. of Respondent

Percentage

Student

8

6.67

Service

47

39.17

Professional

9

7.5

Business

49

40.83

Retired

6

5.00

Others

1

0.83

Total

120

100.00

0

10

20

30

40

50

8

47

9

49

6

1

No.

of

Respodent

Occupation

Series1



Q.1 Which of the following brand for DEMAT account and

trading in equities have you ever deal in Surat city?

Purpose of this Question:

This question is asked to respondents to know their preferences

about various brands that are operating in surat.

Brand’s

No. of Respondent

Percentage

Sharekhan

45

37.5

Angel Broking

18

15.00

5paisa.com

5

4.17

Kotak Securities

5

4.17

Indiainfoline Ltd

6

5.00

Motilal Oswal Ltd

15

12.5

HDFC Securities

3

2.5

Reliance Money

9

7.5

Others

14

11.66

Total

120

100.00

37,50%

15% 4,17%

4,17%

5%

12,50%

2,50%

5,00% 11,66%

Brand's

Sharekhan

Angel Broking

5paisa.com

Kotak Securities

Indiainfoline Ltd

Motilal Oswal Ltd

HDFC Securities

Reliance Money

Others



From the above table it is found that brand has its highest brand prefer

Sharekhan for trading is among peoples (37.50%) in Surat, whereas the

brand preference for other brands in descending order are (15.00%)Angle

Broking, (12.5%) Motilal Oswal, (11.67) other local brands, (7.5%)

Reliance Money, (5.00%)Indiainfoline, (4.17%) for 5paisa.com and Kotak

securities. The Pie charts represent percentage of investor‘s preferences

for each brand. And from the result the ranking of various brands is

done.



Q.2 At which brand(s) you are investing in equities?

Purpose of this question:

This question helps to know investor‘s brand which will help in knowing

the market share of various brands.

Respondent's Brand

Brand’s

No. of

Respondent

Percentage

Sharekhan

45

37.5

Angel Broking

18

15.00

5paisa.com

5

4.17

Kotak Securities

5

4.17

Indiainfoline Ltd

6

5.00

Motilal Oswal Ltd

15

12.5

HDFC Securities

3

2.5

Reliance Money

9

7.5

Others local brands

14

11.66

Total

120

100.00



From the above table it is found that Sharekhan is the first in terms of

investors having 37.5% respondents, Angle Broking having 15.00% of

investors, Motilal Oswal having 12.5% of investors, other local brands

having 11.67% of investors, Reliance Money having 7.5% of investors,

Indiainfoline having 5.00% of investors, 4.17% of investors from

5paisa.com and Kotak securities. Here series 1 shows the series of

respondents of various brand in surat city.

0

5

10

15

20

25

30

35

40

45

45

18

5 5 6

15

3

9

14

No.

of

Respondent

Brand's

series1



Q.3 Which type of trading do you prefer?

Purpose of this question:

This question helps to know investor‘s preferences for trading in

equity in share market.

From the above table it is found that 85.83% respondents prefer online

trading while only 14.17% people prefer offline trading. Here series1

shows the series of respondent‘s preferences for trading in equity in surat

city.

Type of Trading

No. of

Respondent

Percentage

Online

103

85.83

Offline

17

14.17

Total

120

100.00

0

20

40

60

80

100

120

Online Offline

103

17

No.

of

Respodent

Types of Trading

Series1



Q.4 Which of the following type of trading transaction you perform?

Purpose of the question:

There are various options available for trading in equity to the investors.

So this question helps us to identify the most effective type of trading.

Delivery:

Intraday:

Future & Option:

No. of

Respondent

Percentage

Yes

115

95.83

No

05

4.17

Total

120

100.0

No. of

Respondent

Percentage

Yes

95

79.17

No

25

20.83

Total

120

100.0

No. of

Respondent

Percentage

Yes

84

70.00

No

36

30.00

Total

120

100.0



From the table it is found that 95.83% investors like to invest in

DELIVERY TYPE of trading in equities. They would not like to take higher

risk. They would like to be at safer side.

As in Delivery Type of trading people buy shares at particular price and

until and unless they could not get profitable margin they will not sell

their equities. 79.17% investors like to invest in INTRADAY and 70.00%

investors like to invest in FUTURE & OPTION. Here series1 shows the

series of investors like to invest different types of Trading.

0

20

40

60

80

100

120

Intraday Future & Option Delivery

95

84

115

25

36

5

No.

of

Respondent

Type of Trading

Yes

No



Q.5 For how long you are investing in equities?

Purpose of the Question:

This question helps in considering the suggestions and their view as

important because they are having long experience of equity market.

Duration:

Less than(<)1 month

No. of

Respondent

Percentage

Yes

72

60.00

No

48

40.00

Total

120

100

1 – 6 month

No. of

Respondent

Percentage

Yes

65

54.17

No

55

45.83

Total

120

100

6 month – 1 year

No. of

Respondent

Percentage

Yes

81

67.5

No

39

32.5

Total

120

100.0

1 – 5 year

No. of Respondent

Percentage

Yes

20

16.67

No

100

83.33

Total

120

100.0



From above table it is derived that about frequency of 60.00% investors

are investing for Less than 1 month other frequency of 67.5% investors

are investing for 6 month to 1 year. The Frequency of 54.17% investors is

investing for 1 to 6 month. Only 3.33% investor are interested to invest

for more than 5 years and 16.67% investor are interested to invest for 1

to 5 years. Here series1 shows the series of investor‘s preferences of

duration for invest in equity.

More than 5 years

No. of Respondent

Percentage

Yes

4

3.33%

No

116

96.67%

Total

120

100%

Duration

0

20

40

60

80

100

120

Less than 1month

1 - 6 month 6 month - 1year

1 - 5 year More than 5year

72

65

81

20

4

48

55

39

100

116

No.

of

Respondent

Duration

Yes

No



Q.6 Through which media you first came to know about brand in which you are investing in equities?


This question is asked to the respondents to know the effectiveness of

media. How different people come to know about the brand in which they

are investing in equities. This question helps us to identify the most

effective media to communicate.

Non Personal Media

Television

No. of

Respondent

Percentage

Yes

108

90.00

No

12

10.00

Total

120

100.0

Newspaper

No. of Respondent

Percentage

Yes

115

95.83

No

05

4.17

Total

120

100.0

Magazine

No. of

Respondent

Percentage

Yes

2

1.67

No

118

98.33

Total

120

100.0

Hoardings

No. of Respondent

Percentage

Yes

3

2.5

No

117

97.5

Total

120

100.0



From the table it is found that people come to know about various

brands form different non personal media. In this News paper plays a

very important role. 95.83% respondents come to know about their brand

from Newspaper. 90.00% from television, 1.67% from magazine, 2.5%

from Hoardings & 62.5% from Internet. The Bar chart represent the

frequency of different Non personal media channel through investor are

come to know about the brand in which they are investing in equities.

Internet

No. of Respondent

Percentage

Yes

75

62.5

No

45

37.5

Total

120

100.0

0

20

40

60

80

100

120

Television Newspaper Magazine Hoardings Internet

108

115

2 3

75

12

5

118 117

45

No

. of

Re

spo

nd

en

t

Non Personal media

Yes

No



Q.7 Who first introduce/initiate you with Demat account while

opening a Demat account for trading in equity service?


This question is asked to the respondents to know the role of initiator.

This question helps us to identify the most effective persons to

communicate.

Initiator:

Self

No. of Respondent

Percentage

Yes

74

61.67

No

46

38.33

Total

120

100.0

Children

No. of Respondent

Percentage

Yes

2

1.67

No

118

98.33

Total

120

100.0

Friend

No. of Respondent

Percentage

Yes

54

45.00

No

66

55.55

Total

120

100.0

Relative

No. of

Respondent

Percentage

Yes

38

31.67

No

82

68.33

Total

120

100.0



Spouse

No. of Respondent

Percentage

Yes

3

2.5

No

117

97.5

Total

120

100.0

Parents

No. of Respondent

Percentage

Yes

1

0.83

No

119

99.17

Total

120

100.0

Broker

No. of Respondent

Percentage

Yes

62

51.67

No

58

48.33

Total

120

100.0



From above table it is found that 61.67% people are initiated by

themselves. 45.00% people are introduced to Demat Account and trading

in equity services by their friend, 51.67% people are introduced by

broker, 31.67% by relative, 1.67% by children, 2.5% by spouse, .83% by

parents. So self, friend, broker are covering much more for initiating to

open an account for trading in equities.

0

20

40

60

80

100

120

Self Children Friend Spouse Parents Broker Others

112

5 7 5 0

3 0

8

115 113 115 120

117 120

No.

of

Respondent

Initiator

Yes

No



Q.8 Who are the user/s of DEMAT account?


This question is asked to the respondents to know the role of user. This

question helps us to identify the other person who is involved with

investor & who influence the investor.

User/s:

Self

No. of Respondent

Percentage

Yes

112

93.33

No

8

6.67

Total

120

100.0

Children

No. of Respondent

Percentage

Yes

5

4.17

No

115

95.83

Total

120

100.0

Friend

No. of

Respondent

Percentage

Yes

7

5.83

No

113

94.17

Total

120

100.0

Spouse

No. of Respondent

Percentage

Yes

5

4.17

No

115

95.83

Total

120

100.0



From above table it is found that 93.33% are the self user. They are the

sole user, 5.83% are the user with friend, 4.17% are the user with spouse

and with children And only 2.5% tells that user are broker only.

Broker

No. of

Respondent

Percent

Yes

3

2.5

No

117

97.5

Total

120

100.0

0

20

40

60

80

100

120

Self Children Friend Spouse Parents Broker Others

112

5 7 5 0 3 0

8

115 113 115 120 117 120

No.

of

Respondent

User's

Yes

No



Q.9 Which of the following member helps you in taking decision

regarding investment in equities?


This question is asked to the respondents to know the role of .decider.

This question helps us to identify the person who helps investor to taking

decision.

Decider:

Self

No. of

Respondent

Percentage

Yes

104

86.67

No

16

13.33

Total

120

100.0

Children

No. of Respondent

Percentage

Yes

10

8.33

No

110

91.67

Total

120

100.0

Friend

No. of Respondent

Percentage

Yes

41

34.17

No

79

65.83

Total

120

100.0

Relative

No. of Respondent

Percentage

Yes

32

26.67

No

88

73.33

Total

120

100.0



Spouse

No. of Respondent

Percentage

Yes

5

4.17

No

115

95.83

Total

120

100.0

Parents

No. of

Respondent

Percentage

Yes

5

4.17

No

115

95.83

Total

120

100.0

Broker

No. of Respondent

Percentage

Yes

66

55.00

No

54

45.00

Total

120

100.0



From above table it is found that 86.67% investors‘ takes help from

themselves, 34.17% their friends, 26.67% from relatives, 8.33% from

children, 4.17% form parents and from spouse, 55.00% from friend for

trading in equities.

0

20

40

60

80

100

120

Self Children Friend Relative Spouse Parents Broker Others

104

10

41

32

5 5

66

16

110

79

88

115 115

54

No.

of

Respondent

Desider

Yes

No



Q.10 Rate the following parameters for investment in equity

services according to its importance.


This question is asked to know the importance level for different

parameters. These are the different parameters of trading in equity

services.

Parameters:

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied Highly Satisfied

Brand Name 0 0 1 20 99

Brokerage 0 0 2 32 86

Knowlege 0 0 0 23 97

Mobile Trading

0 3 9 41 67

Staff response 0 0 2 46 72

Quick service 0 0 2 34 84

Time for fund

transfer 0 0 1 25 94

Infrastructure 0 0 15 52 53

SMS Facility 0 0 9 41 70

Monthly a/c transation

report

0 0 2 24 94

Advisory Support

0 1 1 31 87

Portfolio

Management Service

0 1 15 39 65



From above table it is found that respondents are considering Brand

Name as one of the important parameters. Other important parameters

are knowledge, brokerage, Time for fund transfer, Monthly a/c

transaction report, Advisory support, Quick service, staff response, SMS

facility While Mobile Trading, Portfolio Management System and

infrastructure Facility falls between Neutral and Important.

0 20 40 60 80 100

Brand Name

Brokerage

Knowlege

Mobile Trading

Staff response

Quick service

Time for fund transfer

Infrastructure

SMS Facility

Monthly a/c transation report

Advisory Support

Portfolio Management Service

0

0

0

0

0

0

0

0

0

0

0

0

20

0

0

3

0

0

0

0

0

0

1

1

1

2

0

9

2

2

1

15

9

2

1

15

20

32

23

41

46

34

25

52

41

24

31

39

99

86

97

67

72

84

94

53

70

94

87

65

No. of Respondent

Para

mete

r's

Highly Satisfied

Highly DissatisfiedSatisfied

Highly DissatisfiedNeutral

Highly DissatisfiedDissatisfied

Highly Dissatisfied



Q-11 Rate the following parameters for investment in equities

services according to your satisfaction.


This question is asked to know the satisfaction level for different

parameters. These are the different parameters of trading in equity

services.

Parameters:

Highly

Dissatisfied Dissatisfied Neutral Satisfied

Highly Satisfied

Brand Name 0 0 46 66 8

Brokerage 0 0 54 66 0

Knowlege 0 0 43 73 7

Mobile

Trading 0 2 84 32 2

Staff response 0 0 72 47 1

Quick service 0 1 66 50 3

Time for fund

transfer 0 2 63 52 3

Infrastructure 0 0 85 32 3

SMS Facility 0 4 69 45 2

Monthly a/c

transation report

0 0 62 53 5

Advisory

Support 0 2 64 54 0

Portfolio Management

Service

0 5 73 39 3



From above table it is found that respondents are mostly satisfied with

parameters like Brokerage, Brand Name and Knowledge. Other important

parameters are Time for fund transfer, Monthly a/c transaction report,

Advisory support, Quick service, staff response, SMS facility, Portfolio

Management System While Mobile Trading and infrastructure Facility

falls between Neutral and Important.

0 50 100

Brand Name

Brokerage

Knowlege

Mobile Trading

Staff response

Quick service

Time for fund transfer

Infrastructure

SMS Facility

Monthly a/c transation report

Advisory Support

Portfolio Management Service

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

2

0

1

2

0

4

0

2

5

46

54

43

84

72

66

63

85

69

62

64

73

66

66

73

32

47

50

52

32

45

53

54

39

8

0

7

2

1

3

3

3

2

5

0

3

No. of Respondent

Para

mete

rs

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied



CHAPTER 5

FINDINGS AND CONCLUSIONS



Chapter : 5 Findings and Conclusions

It is found that most of the respondents are aware by the brand name

SHAREKHAN (37.5%), Angle Broking (15%), Motilal Oswal (12.5%).

One of the reasons is found that these are the brands which are

existed into market for longer period of time. Then the preferences for

Other local brands (11.66), Relience money (7.5), Indiainfoline (5%)

and 5paisa and Kotak securities (4.17%) which are new players, and

HDFC securities (2.5%).

85.83% investor‘s prefer online trading while only 14.17% investor‘s

prefer offline trading.

The most popular type of trading among the investors is Delivery Type

(95.83%), Intraday (79.17%) and Future & Option (70%).

Most of the respondents (67.5%) are trading in equity for 6 month - 1

year. So as they are new in the equity trading they are more conscious

about the services provided by the broker.

As there are many information sources available but the most effective

communication source in Surat city is Television (95.33%) and then

News Paper (90.00%) and Internet (62.5%).

While communicating to the investors/prospects the most effective

initiator in social group for trading in equity is firstly the person

himself/herself (61.67%) and then friend (45.00%).

Mostly the role of user is performed by the respondent him/her self

(93.33%) and then in minor case by the friend (5.88%).



While taking decision regarding to investment in equity most of

respondent are taking help of him/her self (86.67%) and other mostly

by Broker (26.67%).

Respondents are mostly satisfied with parameters like Brokerage,

Brand Name and Knowledge While Mobile Trading and infrastructure

is very negative and it found that investors are dissatisfied with these

parameters.

Four important factors are identified which are as follows:

1. Customer Care:

2. Brand Image:

3. Personal Trading Facility:

4. Trading at Branch Facility:



CHAPTER 6

RECOMMENDATIONS



Chapter: 6 Recommendations

1. In terms of brand preferences SHAREKHAN got 1st rank. To increase

the level of awareness among the people of Surat city it is

recommended to communicate the strengths and services of

SHAREKHAN by non personal media like Internet, Television and

News Paper and personnel media like Brokers or Sales persons.

2. The most popular type of trading in Surat city is Delivery. People are

not still more focusing on Commodity type of trading, so it is good

opportunity for SHAREKHAN to initiate Commodity Type of trading.

3. 67.5% investors are trading for 6 month-1 year or less than that

period which shows that still there is good potential for SHAREKHAN

to increase its market share.

4. While communicating to people it is recommended to target the people

(prospects) directly or their friends (Decider).

5. It is also recommended that main user are individual themselves so

try to target your prospect directly.

6. It is recommended to focus on the segment of age group having age of

18 - 30 years.

7. It is recommend focusing on the parameters like Advisory support,

Brand Image, Online trading facility, offline trading Facility.

8. Investors are dissatisfied with parameters like Mobile Trading,

Infrastructure facility and portfolio management System. So it is

recommended to concentrate on those aspects.



Scope of Further Study

1. From my research I have solved aspects of non personal

communication media, different buying roles, important parameters

for trading in equity services and the satisfaction level for different

parameters.

2. For further Sharekhan can go for the study relating to satisfaction

measurement for their services.

3. Also they can do study regarding requirements of the different market

segments.



BIBLIOGRAPHY

BOOKS:

1. Nargundkar Rajendra, Marketing Research 2nd addition, New Delhi,

Tata Mcgraw-Hill Publishing (2005). ( PAGE NO. 187 -333)

2. Kottler Philip, Marketing Management, analysis, planning

implementation and control, Prentice Hall of India Publishing, New

Delhi.2002. ( PAGE NO. 65-122)

3. Schiffman G.Leon., Consumer Behaviour, Prentice Hall of India

Pvt. Ltd., New Delhi 2001.( PAGE NO. 22-98)

WEBSITES:

www.sharekhan.com

http://www.searchindia.com/search/Business/Money_and_Banki

ng/Stock_Brokers/index2.shtml

http://www.tribuneindia.com/2001/20010326/login/main3.htm

http://www.sykronix.com/tsoc/courses/sales/sls_cons.htm

http://www.udel.edu/alex/chapt6.html

http://www.iimb.ernet.in/iimb/html/man-review-article-

01.jsp?aid=241&edition=19&isvol=15&issueno=4

http://inhome.rediff.com/money/2003/may/02spec.htm

http://72.14.235.104/search?q=cache:ghE3kAiD9IJ:www.ficci.co

m/realestatesummit2006/htruf/Backgroundpaper2004.doc+Findi

ngs+on+buying+behaviour+regarding+investment+service+in+India

&hl=en&ct=clnk&cd=1&gl=in

http://www.knowthis.com/tutorials/principles-of-marketing/consumer-

buying-behavior/12.htm

http://www.mysharekhan.com/

http://www.searchindia.com/search/Business/Money_and_Banking/Stock_Brokers/index2.shtml

http://www.searchindia.com/search/Business/Money_and_Banking/Stock_Brokers/index2.shtml

http://www.tribuneindia.com/2001/20010326/login/main3.htm

http://www.sykronix.com/tsoc/courses/sales/sls_cons.htm

http://www.udel.edu/alex/chapt6.html

http://www.iimb.ernet.in/iimb/html/man-review-article-01.jsp?aid=241&edition=19&isvol=15&issueno=4

http://www.iimb.ernet.in/iimb/html/man-review-article-01.jsp?aid=241&edition=19&isvol=15&issueno=4

http://inhome.rediff.com/money/2003/may/02spec.htm

http://72.14.235.104/search?q=cache:ghE3kAiD9IJ:www.ficci.com/realestatesummit2006/htruf/Backgroundpaper2004.doc+Findings+on+buying+behaviour+regarding+investment+service+in+India&hl=en&ct=clnk&cd=1&gl=in




http://www.knowthis.com/tutorials/principles-of-marketing/consumer-buying-behavior/12.htm

http://www.knowthis.com/tutorials/principles-of-marketing/consumer-buying-behavior/12.htm



APPENDIX

QUESTIONNAIRE:

I am Patel Nital, pursuing MBA from Bhagwan Mahavir College of

Management at Surat city. As a part of our curriculum, I am working on

a research project, titled

“TO STUDY BUYING BEHAVIOR OF INVESTORS REGARDING DEMAT

AND TRADING IN EQUITY SERVICES IN SURAT CITY”

I seek your kind co-operation in this regard & request you to fill up the

Questionnaire. This study is for academic purpose only. No information

shall be disclosed anywhere else.

Kindly Answer following Questions with your keen Interest and dedicated

Attention:

1) Which of the following brand for DEMAT account and trading in

equities have you ever deal in Surat city?

[TICK AS MANY AS APLLY]

2) At which brand(s) you are investing in equities?

3) Which type of trading do you prefer?

Online Offline

Indiainfoline Ltd

Motilal Oswal Ltd

HDFC Securities

Reliance Money

Sharekhan

Angel Broking

5paisa.com

Kotak Securities

Other please specify:



4) Which of the following type of trading transaction you perform?

[TICK AS MANY AS APLLY]

5) For how long you are investing in equities? [TICK AS MANY AS APLLY]

6) Through which media you first came to know about brand in which you are investing in equities? [TICK AS MANY AS APLLY]

7) Who first introduce/initiate you with Demat account while opening a

Demat account for trading in equity service? [TICK AS MANY AS APLLY]

8) Who are the user/s of DEMAT account? [TICK AS MANY AS APLLY]

Future & option

Other please specify____________.

Magazine

Hoardings

Spouse

Parents

Broker

Other please specify_____________.

Spouse

Parents

Broker

Intraday

Delivery

Less than 1 Month

More than 1 Month to 6 Months

More than 6 Months to 1 Year

More than 1 Year to 5 Years

More than 5 Years

Television

News paper

Other please specify

Self

Children (Age => 18 y)

Relative

Friend

Self


Friend

Other please specify



9) Which of the following member helps you in taking decision regarding investment in equities? [TICK AS MANY AS APLLY]

10) Rate the following parameters for investment in equities services according to its importance.

Where,

Parameter :

Brand Name……………………………

Brokerage……………………………….

Knowledge………………………………

Mobile Trading…………………………

Staff Response………………………...

Quick service……………………………

Time for fund Transfer……….........

Infrastructure facility………………..

SMS facility……………………………..

Monthly a/c transaction report……

Advisory support………………………

Portfolio Management System…….

Spouse

Parents

Broker

Other please specify__________.

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 = Highly Dissatisfied

2 = Dissatisfied

3 = Neutral

4 = Satisfied

5 = Highly Satisfied

Self


Relative

Friend



11) Rate the following parameters for investment in equities services according to your satisfaction.

Where,

Parameter:

Brand Name……………………………

Brokerage……………………………….

Knowledge………………………………

Mobile Trading…………………………

Staff Response………………………...

Quick service……………………………

Time for fund Transfer……….........

Infrastructure facility………………..

SMS facility……………………………..

Monthly a/c transaction report……

Advisory support………………………

Portfolio Management System……..

12) Any suggestions that will help you to improve your satisfaction level.

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 = Highly Dissatisfied

2 = Dissatisfied

3 = Neutral

4 = Satisfied

5 = Highly Satisfied



Name:

Contact No:

E-mail id:

Sex: Male Female

Age Group:

Income Group: [Monthly family income in rupees]

Education:

Occupation:

31 years - 40 years

Above 50 years

10,001 – 25,000

50,001 – 1,00,000

Service

Student

Other please specify__________.

18 years - 30 years

41 years - 50 years

Less than 10,000

25,001 – 50,000

Above 1,00,000

Business

Retired

Professional

S.S.C

H.S.C

Graduate

P.G

Other please specify__________

Buying Behavior Project

Documents

bhagwan mahavir college

modern marketing lies

spouse parents broker

complete life cycle

kotak securities indiainfoline

habitual buying behavior

firms marketing strategy

national stock exchange